Stop Trying to Create National IPA Brands

As craft breweries become larger, there is a temptation to grow their brands and distribute beers into all 50 states. The problem is that at a certain scale quality drops off and beers deteriorate in shipping or on the shelf. Even if the quality is still there, because the batches are so huge, it is rare to taste a beer at peak freshness.

The best example for people in the West Coast is Dogfish Head. They brew some amazing IPAs and 60 minute IPA is delightful when fresh at the source. By the time it reaches San Diego it tastes like a malty mess. The difference is night and day. Not only is it disappointing to those who know what it can taste like but it may give people the wrong impression of what the beer tastes like. I had assumed the talk of it being amazing was all hype until I visited the brewery directly.

Or consider Maui Brewing. Their West Coast style IPA is crisp and delicious at the source but once it is shipped across the ocean it loses its kick. I didn’t expect much during my recent visit but at the source their IPA was excellent.  The same thing can be said for Lagunitas, Green Flash, New Belgium, Stone, and Sierra Nevada. Now that Lagunitas is owned by Heinekin, you find it on tap in bars across the country. But it is hard to keep the quality when you are brewing massive batches of IPA. The difference is also quite noticeable with Alpine beers that are now brewed in large batches at Green Flash. While they are fantastic when fresh and on tap they are brewed in such large quantities that it may sit in kegs or bottles for months after brewing.

Admittedly, some of the larger breweries are attempting to improve the quality and freshness of their beers in areas far from their home town by opening new breweries in other parts of the country. Stone, Sierra Nevada, Green Flash, New Belgium, and Ballast Point have all either opened or are in the process of opening new locations. Green Flash, Stone, and Ballast Point have opened spots in Virginia. Sierra Nevada and New Belgium have opened in North Carolina. Stone also opened a brewery in Berlin, Germany. Green Flash is also opening a brewery in Nebraska. Some could say that this makes them more regional but they are still making beers in massive batches.

For a while Alpine kept things small and quantities were limited. I lamented the difficulty of finding the beers at the time and the lack of six-packs. I wondered why people regularly drove to the source to buy the beers by the case. You can now buy Alpine beer in the grocery store in six-packs but it often lacks that explosive hop kick that made it worth seeking out. A similar thing can be said for Toppling Goliath where in an effort to meet demand they started contract-brewing with a Florida brewery to distribute outside of their local Iowa market. Fans agree that it isn’t close to the stuff brewed out of the brewery in Iowa. I have yet to taste the beers myself but I will be visiting the brewery in November.

Together, these breweries teach us a lesson about the importance of focusing on your region and growing within reason while keeping the quality the same. As the craft-brew explosion continues, there is room for a lot of regional leaders in beer. But do we really need IPAs from Founders and Bells distributed to the West Coast? Does the East Coast need Green Flash, Ballast Point, and other West Coast brands? They may draw interest initially but then that interest wanes and they get lost in the sea of local options. As big breweries focus more on growth and less on quality they lose the quality that brought visitors to seek the beer out at the source.

Independence is important in many ways but ultimately large craft breweries abandon quality in their search for ever-growing profits and lose some of the spark that made craft beer exciting. As more and more breweries are bought out things will only get worse. Up-and-coming breweries should focus on serving a region and not allow the search for expanding profits to leave behind the quality beer that brought them a following in the first place. The trend of limited-release cans direct from the brewery is a good response to this, but larger breweries are so big the limited releases are just peanuts to them.

Paul McGuire

Paul McGuire is a craft beer enthusiast. He likes to travel with his husband and enjoy the great outdoors. In his day job, Paul is a divorce attorney serving clients in San Diego California.

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